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Founder of fashion label
Wren,
Melissa Coker, and the film's director, Tatia Pilieva, knew they'd created "something special" when 'First Kiss' was filmed in less than a day but they had no idea just how far-reaching their recording would be.

Inspired by photographs taken by the late and great Richard Avedon of people kissing, Coker and Pilieva thought it would be ingenious to capture complete strangers in the act. When it comes to creating a seasonal fashion film for her brand, Coker told The Telegraph how she likes to create concepts that have a value of their own: "I don't want to see any close-ups on shoes or skirts, or boring things like that."

And so, three days before the shoot, the Los Angeles-based designer "contacted all my friends who I thought would be up for it; or friends of the brand; girls that have been in the lookbook before or girls who are singers who we've lent them clothes in the past" as well as "single guy friends of mine who I was like: 'Do you want and come and kiss a cute girl and they all wrote back in capital letters, YES!'"

Several musicians and actors also star in the video ("well, this is LA," laughs Coker), including singer Soko, the creator of its soundtrack, and a Wren employee. The most important aspect of pairing the 'couples' up was to be certain that they hadn't met before.

"No one knew who they were kissing until they turned up. They didn't even know the person's name, so they couldn't Google or do any research. Only Tatia knew and I knew. That was key to capturing these moments," Coker reveals.

All the women in the video sport Wren clothing, but the emphasis on the brand is so minimal that if you aren't familiar with the label's name, the connection could completely pass you by.

The result is a candid display of human interaction - at times cringeworthy, at others, really moving. Did any of the strangers become good friends - or even more than that? "Soko and Mary-Anne [the two girls kissing] left the shoot and went to the park together," reveals Melissa. "I know that Tatia ran into them at an event... so I don't know…"

The director posted the clip to YouTube, and the rest, as they say, is history. "It's been amazing, it's been really unexpected and exciting and cool, we had absolutely, 1000 per cent no idea this would happen," says a thrilled Coker.

Soko and Mary-Anne

Coker is keen to point out to anyone thinking that the video is a carefully masterminded marketing campaign couldn't be further from the truth. "Typically these things are released in a context," she explains, "where people are familiar with the context of a fashion film; they're familiar with Wren; this has been released through us, so we don't need to kind of explain it. Whereas with this video going viral, people are continuing to tell the story themselves and it's taken out of that context."

Ultimately, any impact that comes from the video is a positive thing for Coker. "We're a tiny label," (Wren has just three employees) she explains, "and it's a very noisy world out there, so I want to make things that are different and interesting, and a more creative way to tell our story."